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Consumer Analysis

Consumer Analysis

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Published by Rishab Mehta

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Published by: Rishab Mehta on Feb 22, 2012
Copyright:Attribution Non-commercial

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01/16/2013

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Consumer Analysis
Sales Potential Indicators: CDI & BDI = ROI
CDI: Category Development Index,
indicating theproduct category sales potential in a demo group or geomarket
T
opic: Marketing Situation Analysis
B
DI:
B
rand Development Index,
indicating thebrand sales potential in a demo group or geo market
100 = Average >100 Above average< 100
B
elow average potential
What does
B
DI of 145 for age group 18-24 mean? If 18-24 has also CDI of 125, what can you say about theconsumer segment?
 
Consumer Analysis
Sales Potential Indicators:CDI & BDI = ROI
CDI
%
of CategorySales
=
 /
%
of Persons
T
opic: Marketing Situation Analysis
BDI
=
%
of 
B
randSales
 /
%
of Persons
If you have sales data availableby consumer segment: The following definitionsapply
 
Sales Potential Indicators ±CDI, BDI
When sales data are NOT available
Use the product or brand usage index in µD¶ column of MRI or SMR
B
data, defined as:
CDI
%
of CategoryUsers
=
 /
%
of Persons
T
opic: Marketing Situation AnalysisConsumer Analysis
BDI
=
%
of 
B
randUsers
 /
%
of Persons

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